How Can We Kickstart Content Creation?

A lack of compelling content is one of the biggest challenges facing mass adoption of VR/AR today, and is a key focus for software developers, filmmakers and producers alike. However, there are several challenges that need to be overcome in order for immersive technologies to become a widespread commercial success. We interviewed some of the speakers involved in VR World 2017 ( to find out just what needs be done to boost content production for VR/AR applications.

The first challenge pointed out to us was money, money, money.  ‘Creating content for VR is still costly,’ highlights Blippar’s Danny Lopez; and this sentiment is echoed by Dutch investor Coen Sanderink: ‘Producing content and updating it afterwards is currently still expensive. This requires business cases that are only available on a limited scale.’ But how can we lower the cost? ‘By creating software and platforms that makes the creation of content easier we can lower the costs, increase the number of business cases and with it the VR content.’

Lopez is in agreement, highlighting how Blippar have been promoting content creation: ‘Last year, we opened up our technology through AR self-creation tools allowing anyone to seamlessly create AR experiences no matter their technical skills,’ he tells us. ‘If we, as an industry, continue to democratize our learnings, it could ultimately help boost accessibility, accelerate adoption, and thus, promote opportunities for content creation, too.’ Seedcamp investor Dave Haynes adds that ‘any initiative that brings together people from different disciplines will be a huge catalyst.’ The VR community should be willing and open to sharing ideas which will allow developers, filmmakers, photographers, academics and producers to learn from one another.

Making the hardware cheaper is also key. ‘The accessibility of affordable 360 cameras is allowing content creators to make films and allows playing with ideas of immersion and narrative,’ points out Sarah Jones of Coventry University. ‘We are seeing more exploration of this, which is great, and social sharing is playing a huge factor in this.’ As well as being affordable, 360 cameras must also be intuitive and user-friendly, to ensure filmmakers aren’t discouraged from producing in a medium that is already largely unfamiliar.

Another significant factor is education: schools need to be teaching the exciting possibilities that VR and AR technologies can provide, so that future generations will have the skills to build upon what we know. ‘We are seeing amazing tools like where school children can easily build virtual worlds with building blocks, adding audio and sounds. This is a really simple tool and there are some amazing applications, exploring a range of subjects from languages to history and science.’

Theoretically, once we have the content, mass consumer adoption should follow. As ISG’s preconstruction director Matthew Hurrell summarises, we need to ‘continue to make content more accessible. I think it will be self-perpetuating once you start to consume the content, as it will spark ideas and encourage new applications and uses.’ A chicken-and-egg situation then, and one in which content creators will need to be bold and resilient to distinguish themselves in this exciting and inspiring market.

To find out more about the crucial questions and challenges facing VR/AR/MR in enterprise, register for your free pass to VR World 2017 online here:


About VR World

Now in its 2nd year, VR World 2017 is a 2 day conference and exhibition focused on Augmented, Mixed and Virtual Reality and its impact beyond gaming.

With 4 in-depth event tracks and over 150 leading speakers, no other European event covers the market in as much detail.

Amid unparalleled networking opportunities, attendees will have access to visionary speakers and case-study led content. Hear from inspirational keynotes and thought-provoking panel discussions from key players redefining the boundaries for technology.

Register now to reserve your place for THE VR, AR and MR event of 2017.


For more information please call Georgia Deery on +44 (0) 330 335 3900 or email This email address is being protected from spambots. You need JavaScript enabled to view it.